Mumbrella’s new training series to cover behavioral economics, TikTok, seniors and influencers

Mumbrella has launched a new training initiative, offering a series of 90-minute masterclasses in Sydney and Melbourne covering four key industry topics.

Although the first four subjects – behavioural economics, TikTok for marketers, best practice in influencer marketing and marketing to seniors – are designed as standalone sessions, discounted tickets will also available for the full day masterclass series.

The Mumbrella Masterclass series kicks off in Sydney on Tuesday November 19 and in Melbourne on Thursday November 21.

Thinkerbell’s Adam Ferrier and Dominic Counahan will lead the Mumbrella Masterclass in Behavioural Economics.

Ferrier and Counahan will lead the masterclass in behavioural economics

Ferrier, co-founder of Thinkerbell,  is a consumer psychologist, curator of Mumbrella’s MSIX marketing science conference, and author of behaviour change guide The Advertising Effect. Counahan is head thinker for brands at Thinkerbell and a former brand strategist at Cummins& Partners and Ogilvy.

Ferrier and Counahan will cover the basics of behavioural economics and the standard frameworks, before diving into the principles and how they can be applied to a number of different aspects of marketing.

The Mumbrella Masterclass in TikTok for Marketers will offer a guide to understanding the fast growing short-form video platform which has been dubbed “the Instagram for the mobile video age”.

We Are Social managing director Suzie Shaw and paid media manger Zeb Smith will present the TikTok session, Shaw is one of Australia’s best known agency bosses, with four years at the helm of social media agency We Are Social and previous leadership roles at Host, the UK’s largest independent creative agency WCRS and TBWA London. Smith works with a series of blue chip clients on their paid media challenges and strategies.


Smith and Shaw will explore TikTok from a marketing perspective

Shaw and Smith will look at TikTok’s audience, functions and content, how it can work for brands, the psychology behind the platform and the steps involved when it comes to trying it out.

Meanwhile, New Young Consulting’s CEO Bronwyn White will present the Mumbrella Masterclass: Marketing To Seniors.

The session will explore how brands can get more out of targeting the time-rich, cashed up demographic. White’s consultancy is a market research company specialising in over-55s lifestyle and travel.

White: Expert on the over-55s

White will reveal why assumptions about seniors are creating serious issues when it comes to marketing to them, and will give participants detailed advice on how to overcome these issues and potentially open up new revenue opportunities.

And the fourth masterclass will cover Influencer Marketing and be presented by Social Soup founder Sharyn Smith, one of the pioneering players in Australia’s influencer sector.

Smith will explore how influencer marketing has moved on

Smith will take a deep dive into the current influencer marketing climate and help attendees untangle the sometimes complex influencer ecosystem. She will lift the hood on influence and reveal why it is much bigger than purely influencer marketing.

The Mumbrella Masterclass day will take place on November 19 in Sydney at the Vibe on Goulburn St, and November 21 in Melbourne at The Savoy on Little Collins.

Tickets to each session can be purchased individually or together as a special 4-for-3 price and are on sale now.


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